By Modnath Dhakal/Kokila Dhakal

Kathmandu/Ilam, Sept. 24: As the orthodox tea produced in Nepal is allowed to use the collective branding under 'Nepal Tea: Quality from the Himalayas', entrepreneurs are geared up to improve the quality of the product and launch the branding campaign in the domestic and international markets.
Quality of Nepali orthodox tea was never an issue in the international market, but the country and entrepreneurs largely failed to promote it accordingly. While Darjeeling tea, Assam tea and Ceylon tea continued to get their space and demand in the international markets, Nepali tea failed to make its presence in absence of proper branding and advertising strategy.
It resulted in Nepal exporting more than 80 per cent of its tea to the Indian market, especially to Siliguri, with Indian traders many times trying to label Nepal tea as substandard without any ground. Export to India is happening under the generosity of the southern neighbour, it’s not rule based, say the entrepreneurs.
However, nine years' efforts of entrepreneurs and stakeholders materialised on Tuesday. With this, the entrepreneurs and traders of orthodox tea who were discouraged by the non-tariff barriers imposed by India are expressing joy as they can now explore lucrative markets in Europe and Americas as well.
"This is our identity, it will increase our access to the large tea markets globally. It is good for the producers, traders and the country," said Udaya Chapagain, past president of the Himalayan Orthodox Tea Producers Association (HOTPA), who is involved in tea production and business for the last three decades.
Nepal produces about 6 million kgs of orthodox tea and exports about 300,000 kgs which makes it one of the top exporters of the produce.
More than 100 tea gardens in 14 districts across the country produce tea in Nepal.
However, Chapagain said that Nepali tea is not properly branded even in the domestic markets and many consumers haven't heard about the Nepali orthodox tea products.
Director and Spokesperson of the National Tea and Coffee Development Board (NTCDB) Deepak Khanal said that it was a milestone in the tea business of Nepal that has a history of about 157 years.
In the first phase, 12 industries and cooperatives meeting the standards set by the Nepal Orthodox Tea Certification Trademark Directive (Measurement and Code of Conduct), 2074 are allowed to use the logo.
The NTCDB had received 42 applications for the logo use. "It is about branding and ensuring the quality of the orthodox tea. Every producer meeting the criteria will be allowed to use the logo. Therefore, it's a dynamic process," said Khanal.
The applications will be open periodically and there will be continuous monitoring and inspection of the quality. Each industry allowed to use the logo must maintain the quality throughout the year, otherwise its permission will be revoked.
According to Chapagain, Nepali tea was sold to the international market because of the importers’ and consumers’ confidence in its quality but now the standard has been verified through a scientific way. "However, we must not forget that using the logo is about climbing the Mount Everest up to the Base Camp. We must reach the peak by continuously meeting the quality standards," he said.
He suggested the government to immediately run a publicity campaign in the international markets to make the buyers aware of the Nepali tea. "I have urged the Minister for Agriculture and Livestock Development Ghanashyam Bhusal to develop a clear roadmap about the publicity campaign and participation in the international trade fairs," said Chapagain.
The logo was launched in Ilam amidst a programme on Tuesday. Most of the industries and cooperatives getting the permission to use the Nepal Tea logo are from Ilam, with only two from Terhathum and one from Sankhuwasabha district.
Executive Director of the NTCDB, Dr. Bishnu Prasad Bhattarai, speaking at a programme in Ilam on Wednesday, said that the board would work to enhance the quality of the remaining tea producers and industries.
Speaking at the programme, Minister Bhusal directed the board to work to develop favourable policy for the tea sector. He said that the Ministry would extend its support in agricultural inputs, electricity and technology.
According to Dr. Bhattarai, the entrepreneurs using the logo must update the board about their production, quality and quantity. There is a committee to monitor and evaluate the production and trading of tea.
The board is trying to register the logo in India, the United States of America and the European Union. However, since the registration process is cumbersome and expensive the board is moving cautiously, said Khanal.